Last week, researcher Peter van Waart was invited to the Joe Pine Masterclass at bransoncompany. To be invited to this exclusive masterclass, everyone interested in this masterclass had to deliver a question for Joe Pine. The best questions were selected and invited to the masterclass.

The question of Peter van Waart:
“Dear Joe Pine, For about five years now, I taught over 1000 students about designing for meaningful brand experiences. I am happy to see that quite a few of our graduates join leading design and communication agencies in the Netherlands, Bransconcompany amongst them, where they have the opportunity to help brands to be of real meaning of people. And I am honoured to raise this young generation of people who will be the
ones that are really going to be the driving force of societal and business transformation. However, I also notice that current industries are really slow or even reluctant to change into brands that are really of meaning for people. Is it the short-time shareholders value paradigm that is responsible for that? Or the ‘older’ generations running the companies which do not share the mind-set of younger generations which are longing to a new society? I’d like to discuss these issues with you, but my most important question for you is: what do you think that I should tell my students so that they keep their heads up in the long run?”

The masterclass will be helt at May the 20th, at bransoncompany, Veerhaven Rotterdam.